Creating an Ideal Customer Profile

Patrick Dang
A free video tutorial from Patrick Dang
Founder of PatrickDang.com | Sales Coach
4.4 instructor rating • 8 courses • 95,272 students

Lecture description

Here students will learn how to map out exactly who their target market is.

Learn more from the full course

LinkedIn Marketing, Lead Generation & B2B Sales for LinkedIn

LinkedIn Machine: The LinkedIn MasterClass to learn LinkedIn Marketing, Lead Generation, Business Development, B2B Sales

02:17:06 of on-demand video • Updated January 2021

  • How generate a massive amount of leads using cutting edge sales & marketing LinkedIn lead generation strategies
  • How to optimize your LinkedIn Profile to get 10x more visibility and generate leads
  • How to convert LinkedIn leads and conversations into REAL meetings via phone or in-person
  • Access to the MOST EFFECTIVE LinkedIn Cold Outreach scripts and templates you can use in almost any situation
  • The MOST EFFECTIVE LinkedIn Marketing strategies to capture your audience’s attention and convert them into warm leads
  • How to send cold LinkedIn Messages and get a meeting with ANYONE from small, medium, and Fortune 500 companies
  • How to create a LinkedIn Group and a LinkedIn Company Page to build your profile credibility
  • How to drive traffic to your website using LinkedIn Videos and LinkedIn Blog Posts
English [Auto] Everybody on what's going on. So in this section we're going to teach you all about the ICP your ideal customer profile. Now why that's going to be incredibly important and when it comes to LinkedIn is because when you're crafting out your LinkedIn and you're developing strategies to develop leads you have to get an understanding of who exactly you're trying to attract and who you're trying to reach out to. Because if you don't know who these people are then you just have no idea of like where to start or how to even begin. So in this section we're going to show you exactly how you can craft your ideal customer profile and get a great understanding of who your target market is so that you can market to them and you can do outbound messages to them as well. So that said let's go ahead and dive right in. Now how do you add value to someone that's the first thing we got to cover. It's on the left side over here. Basically if you boil things down everyone is a person right and so on the left side you're going to have people as they are who we currently are. Now with that said everybody has this version of themselves of who they want to be. So for example right now you're broke living in your mom's basement and you want to learn how to make money and you want to be a millionaire and drive a nice car and blah blah blah. So that's a version of who we are and who we want to be. No matter who you are or what you do everybody has a version of themselves because human nature naturally we just want to progress and grow as human beings. So if you understand where people are and where they want to be you want to position yourself in a way where you're adding the most value. And so let's go through some examples so example. Some people are a slave to their 9 to 5 job and they want to become financially free. Right. Other people are unhealthy or overweight and they want to be healthy and fit obviously. And lastly there are people who are some companies who do old school marketing like flyers and newspaper ads and they want to generate more sales and be more modern when it comes to marketing and using Instagram or any type of social media. See these are versions of who we are and who we want to be. And you want to think about OK from there. You've got to understand is that because everyone has a version of who they are and who they want to be. It's not always easy to get to the other side because they're always going to be problems and obstacles that prevent them from becoming who they want to be. So this is how you're going to position yourself to add the most value to your potential customers. And that is you are going to be a vehicle to get somebody from one side of who they are and you're going to drive them over to who they want to be. So if you're curious on why people pay for products or services it's because of this reason it's because if you're able to position yourself as someone who adds value by solving people's problems and helping them become the better version of themselves they're going to want to take a meeting with you to learn exactly how you can help them. So with that said that's just a basic understanding for you to understand how you're going to add value to other people. Now when you're crafting your ideal customer profile the first thing you want to do if you have current customers is that and so you want to map out the top five to 10 percent of these customers because it's much easier to craft out an ideal customer profile if you have a history of of who your best customers are and people that love your product or service. Now if you don't have any customers what you can do is you can just do a little research and take a guess on the likelihood of the people that would actually purchase your product or service right again. Right now you're just taking an educated guess based on your market and based on any type of feedback you had when you ask your friends or family and that's how you're going to craft your ideal customer profile from the beginning and you want to think of it in terms of companies and individual people. So when you search on LinkedIn you first want to find companies to fit your target demographic and then you're going to find the individuals within that company. And let me show you exactly what I mean. So when it comes to the company variables and craftier ICP you want to look at variables like you're in the industry how much revenue they're generating or the number of employees that they have or you might want to target things that are specific depending on your product or service. For example you might be targeting people who use crypto currencies as an alternative to accepting payments. Right that's a specific group of people. How I like to look at it. You know you can use this for all types of industries that you want to look for people who are experiencing a certain pain caused by a certain problem and you want to make sure that you have the ability to solve that problem. So from a company perspective I usually like to break it down like this like what kind of industry are the companies we're going after. How big are they from a revenue and employee standpoint are there any specific things like are they encrypt the currencies or are they really heavy on social media marketing you know whatever that is. And then what is her main pain point that I can saw. So this is basically a five basic variables that you can use when you're crafting your ideal customer profile. Again you just want to think about what kind of problems your product or service can solve and you can craft your company profile from there. And then when you go into an even deeper level you want to understand what kind of people at the company will want to take a meeting with you. Meaning if you're going after a big company like sales force and you want sales force to use your product or service then who are the people that you need to talk to at sales force because they have thousands of different employees and a lot of times you can actually just boil it down to the director and upward so Director level the C-suite the founders and the board members not so much the board members. It really just depends on your product or service but I would say the directors all the way to the founder maybe the people who are the decision makers. So when you're thinking about crafting your ICP from an individual level I would actually avoid the low level people like recruiters salespeople like things like that because they are not going to have any pull in purchasing decisions. Managers typically don't have that decision either. It's usually the director or above who have power and influence within a large company. So this is if you're trying to sell to big companies. However if you're selling to smaller companies typically is going to go after the founder because they're not they're the person that is going to run everything. So with that said you guys have an understanding of the type of airballs we're going to use to craftier ICP and we're going to go into linked into show you how to find these people and and use the Ellington search filter. All right. So we aren't on my LinkedIn profile. This is just the page that you go on when you log in. So what you want to do is you want to master the two of the search feature because it's going to be extremely powerful when it comes to finding people that fit your ICP. So what you want to do is go to search right up and you click on people as you can see here you can you can actually divide it into companies or companies content jobs all. So I like to either search by people or search by company. So when you go online companies you can see that there's not that many filter features over here. So when you have a free account the best thing to do is actually to search by people. So let's say you're going after technology companies right. You want to do is you want to click on filters you can use these filters here. But I like to go and all filters that give you that gives you everything and you can actually say you want to target people in the United States in the Greater Los Angeles area and then you could type in the specific companies you want them to work at. So let's say I want to target people who work at Google Oracle and Amazon and then apply right. OK so obviously my search filters was that narrow right. So I'm going to get a lot of different results. However these are going to be potential people that you can actually reach out to when it comes to selling your products or services. Now let's go ahead and try a different search. Let's clear this up and let's go a little more specific this time. So let's say we go into all filters then we go United States greater Los Angeles area and we want to target specifically Internet companies and I'm going to show you guys a secret hack here. So as you can see in the title page right. What you can actually do is you can use these quotation marks and the word or. And what that's going to do is the only people that are going to show up in your search filter are people that have the word a certain keyword that fits in the quotation. So if you're saying you only want to talk to marketing people or V.P. of marketing or social media then what's going to happen is that when you put this in it's going to be a quotation mark. Enter a keyword space at Bain Capital or our space quotation mark. You want to make sure you follow this. Exactly because if you don't start going to work then I'm going to press apply so what's going to happen it's going to be it's going to be very specific right. So right now we got the VPM marketing of goats which is sneaker app. VPM Mark and hauliers so suddenly I'm getting all these veeps right and it's going to be really easy for me to be like OK you know if they're a marketing guy at this startup I'm going to just connect with them and send them in our reach. So you got to do actually just send them a connection request. You can add and no and make it more personal to increase the odds of them connecting and you could say something basic like hey I saw you the VIP marking I Golts and I actually help people of X Y Z thought it would make sense to connect and then you could do it like that and then press and send invitation or you can just like press and now write essentially what you want to do is once you filter out what companies you want to go after and the type of people that work at that company then you just want to send connection requests to all these people and an important note is that you do not want to send over 100 connection requests per day because linked in is going to prevent you from doing that. So you want to make sure that its always less than 100. So I would just do like maybe like 90 a day and 90 connection requests per day and no more than that because Linked-In will stop you from doing it and youve temporarily disable your ability to connect with people. So when you connect with them and they accept your connection requests then you're going to be able to message them absolutely for free. So that is why you want to connect with 90 people 90 200 people a day. And so that means you could potentially reach out to 90 new people every single day once you go through this process and use the filters so again one more time how to use this. So let's say you're going to go for the company. Let's go ahead and say Uber. So Uber Internet company here and you want to go for marketing people at Uber So you're going to say OK marketing V.P. marketing or social media. Those are the titles. Even with that if you know but you want to go after Uber and you type in those things and you press apply what can happen is it's going to show you all the people that work at Uber that fit that category. And that's how you're going to search specific companies for specific people. Then you connect with all the people you're interested in of connecting. Now from there what's interesting is that when you click on someone's profile and you connect with them actually on the right side there's tab called people also viewed LinkedIn has an algorithm that's basically saying hey if you looked at this person here some other people that are really relevant to whatever it is that you're doing so you might be like oh partnership in marketing Apple Music. You click on that and then you're like OK. Apple might be a potential customer. Then you connect with this person and then you go down you're like oh this guy's manager and business development alliance at this company OK let's check him out. You go OK this looks like a fit for my company. Connect with this person. And so basically you just keep going down that chain of people you can't connect with on linked in by using the people also viewed. And it's very powerful because it shows you very relevant people. So again you can always use the filters to search different companies on LinkedIn. But if you prefer another way where you can actually also do is you can actually just use Google and say like top cryptocurrency companies right. So let's say you're selling into cryptocurrency companies. And these are people you want to reach out to so you might say you might go on this list. I like to use lists when it comes to outbound regeneration because it's a really fast way to generate leads. So if you're looking for Kutler currency companies just type it in Google then this will give you 20 different cryptocurrency companies right. So you want to add them all to your list of people you want to reach out to. And if you're selling a marketing service the cryptocurrency companies just write all these down in SLC like Coinbase x see the blah blah blah. We can do after you put them on the Excel sheet is that you want to go back to Linked-In. So let's go ahead and go back to LinkedIn and then you want to use a search filter here. And let's go ahead and go into people like we saw earlier it's Coinbase is one of the top cryptocurrency companies and we want to reach out to them so we can do is you go on the filters you type it in here. Coinbase Internet company then you want to maybe put in maybe there's a lot of people that work at that company. So you want to put in the title. Let's say you are a marketing person so you put quotations marketing and apply so you get all the marketing people that work at coin based 17 results. So boom. Jason I connect with this guy vice president communications connect with this person and you can see here just connect with all of them add them to your excel sheet. Then once they accept your connection request then you could actually reach out to them. They accept your connection request. You can actually reach out to them using LinkedIn messenger. And one thing I want to remind you guys is that you want to spend less than one hundred connection requests per day. The reason again is because Linked-In will block you from Sunday any more if you send too many. That's pretty much the foundations when it comes to setting up your LinkedIn lead generation machine. It's all about finding companies using the search filter and finding people within those companies that fit your ideal customer profile. Add them on LinkedIn and then once they accept your request then you can send them direct messages and throughout the course we're going to show you exactly what to do and what to say once they accept your message so that you can generate that lead and convert that conversation into a real meeting.